Visual communication and brand identity for FiKon

Fiatalok Konferenciája and its visual context

Fiatalok Konferenciája (FiKon) was founded as a university initiative to provide Bachelor’s, Master’s, and PhD students with a professional forum to present their research in the fields of Medieval and Early Modern Literary and Cultural Studies. The conference has long played an important role within the Hungarian academic community; however, its visual language and digital communication did not sufficiently reflect this professional value.

The goal of the project was therefore to create a unified, contemporary, and long-term sustainable brand identity that appears consistently across the website, social media, and offline surfaces, while also supporting the work of the conference’s annually changing organizing teams. As part of the broader marketing strategy, we developed a set of digital media assets, including a new website and a comprehensive range of graphic elements.

Inconsistent visual language and brand identity

The previously used graphic materials were neither visually nor conceptually consistent, which significantly limited FiKon’s visibility and, as a result, reduced its ability to attract both potential new participants and sponsors. A consistently designed brand identity supports recognizability, communicates values, and strengthens credibility. In addition, the frequent changes in the organizing team made it necessary to craft and implement a digital system that is easy to understand, usable without graphic design expertise, and simple to apply in practice.

UX research and brand design

We conducted holistic UX research that extended beyond the website to encompass the entire graphic concept and visual framework. The aim was to understand how the target group perceives FiKon, and what expectations the audience associates with an academic yet youthful event. The research process involved several UX methods, including personas, empathy maps, user stories, and questionnaire-based surveys. The resulting brand guidelines and design rules – covering the use of logo, typography, color palette, iconography, and imagery – were documented within a consistent framework.

Rethinking the FiKon logo

During the logo design process, we developed concepts that balance professional credibility with playful twists. One concept, for example, treated the “ON” at the end of the word “FiKon” as a visual metaphor for a toggle button. The final direction was selected based on research conducted among university students – through a survey, we tested multiple logo concepts against FiKon’s previous mark. The chosen version combines a modern sans-serif typeface with the letters “K” and “O” rotated by ninety degrees, introducing visual dynamism and a distinctive character while maintaining a serious and academically credible appearance.

Merch design and community building

Recognizing FiKon's non-profit nature and limited budget, we designed merchandise concepts and products that are both cost-effective and suitable for long-term use. The T-shirt, hoodie, tote bag, notepad, and mug designs are closely connected to the new visual identity, while the humorous, text-centered elements reflect FiKon’s literary and cultural context. Some designs feature the new logo, while others draw inspiration from the visual language and typographic characteristics of lexicons commonly used in literary studies.

As a tradition, session chairs contributing to the conference are thanked with gift baskets containing items such as coffee or wine. We proposed complementing these gifts with FiKon-branded merchandise and making the items similarly available to conference speakers. The merchandise can also play a role in social media communication: as part of campaigns and giveaways, these items help strengthen FiKon’s online presence and increase awareness.

Beyond being mere gifts, the merchandise serves as a strategic tool for community building and brand strengthening, maintaining FiKon’s presence in the participants' daily lives well beyond the conference. By transforming everyday objects into subtle visual references to language, research, and textual culture, the concepts extend FiKon’s identity and reinforce a shared sense of belonging.

Social media template system

Optimizing for the organization's resource constraints, we also developed a cost-effective social media template system for intuitive use and versatility across various communication needs and post types. The templates align visually with the new website, providing a coherent digital identity. This system empowers organizers to produce and manage high-quality content, ensuring brand consistency without the need for specialized graphic design expertise.

The measurable impact of the visual identity on FiKon’s growth

The developed visual framework, brand guidelines, design manual, and graphic assets continue to support FiKon’s online and offline presence, a trend that is also reflected in the steady growth of its community. Following the introduction of the proposed visual identity, participation numbers increased noticeably: while previous events typically featured 12–16 speakers, the 2024 conference welcomed 30 speakers, and in 2025 this number rose to 36. The new digital products embody FiKon’s literary and academic values in a coherent, adaptable design language, strengthening recognition and supporting the conference’s long-term community building efforts.